The BSP Financial Group Limited (BSP) – formerly known as Bank of South Pacific Ltd – has launched a new logo.
The financial institution states the logo is simplified, bolder, and more dominant with a modern look and feel.
The new range of the banking group’s logos still maintains its iconic Kundu Drums, including its core brand elements, but given a clean, simplified and modern look, strengthening its position in the corporate domain.
In a statement issued today, BSP Group CEO Robin Fleming said the bank had transformed in recent years, delivering customer-focused changes and expanding footprints and as such, the time was right to launch a refreshed brand.
“The logo refresh comes as part of a larger brand identity change and strategy transformation, and has been unveiled alongside a new tagline ‘Our Bank. Our People.’ from what the former slogan ‘We are You. We are BSP.’, crafted to drive loyalty and build the bank’s reputation as a creative and innovative financial organisation in countries and communities, we operate in,” Mr Fleming said.
“At BSP, we go all-out to always connect and engage with our customers, to understand their changing needs and aspirations better.”
He said the new tagline represented their passion and commitment to the community they operated in, and enabled them to quickly respond to changes and provide a personalised experience.
“People are at the heart of what we do and remain the focus of our customer-centric culture. Hence, the tagline is also reflective of the initiatives it takes in understanding and prioritising its stakeholders, customers, employees, and shareholders.”
BSP Group Head of Marketing and Public Relations Gorethy Semi said: “As we venture through this transformation journey of our brand, we are aware of the ever-changing environment, including our customers’ needs, keeping up with the trend and embracing the enhancement of technology through the digital dimension.”
